What’s happening?
Barry, the low-carbohydrate alcoholic beverage brand created by Australian Football League players Bailey Smith, Charlie Curnow, and Collingwood brothers Nick and Josh Daicos, has launched a new advertisement to coincide with the Australian Football League finals. The advertisement promotes Barry’s Cherry Vanilla Cola, a whisky-based ready-to-drink beverage.
Why it matters
The campaign is a playful parody of the well-known 2001 ‘Five Cougars, Thanks’ advertisement for Cougar Bourbon. This new version switches perspectives with a female lead and stars Smith as the bartender whose looks influence a customer’s order.
Local impact
The campaign highlights the brand during Australian Football League finals, one of the country’s biggest sporting events. It uses cultural nostalgia and humour to appeal to Barry’s growing community of supporters.
By the numbers
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Barry has been in the market for two years and is one of the fastest-growing ready-to-drink brands in Australia.
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Cherry Vanilla Cola comes in 330 millilitre cans at 5 percent alcohol, equal to 1.3 standard drinks.
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Each can is low in sugar, carbohydrates, and calories, aligning with Barry’s existing ranges.
Zoom in
Smith said he enjoyed poking fun at himself and thought the concept suited Barry’s style. “The campaign encapsulates what the Barry brand is all about – being fun, in the moment and a bit provocative – and it connects with our target audience through humour and cultural nostalgia,” he said.
Curnow reprises the confused customer role, echoing the original 2001 campaign character who struggled to recall his group’s order.
Zoom out
Curnow explained that while the advertisement was fun to film, Barry’s direction is carefully planned. “The advertisement shoot was great fun, and Barry is definitely a passion project and creative outlet for us, but underpinning the brand’s light-hearted ‘persona’ there’s a very sound business and marketing strategy – which is necessary to have cut-through in such a competitive retail sector,” he said.
What to look for next
The advertisement will run digitally throughout the Australian Football League finals season.
